Heritage lager brand drives export markets around record breaking car challenge
Iconic Scottish beer, Kestrel have announced a major international marketing push built around a new globally-distributed TV documentary series which tells the story of The Flying Kestrel, the company’s miraculous transformation of an abandoned 1930s Riley Kestrel car into a land speed record breaker.
To be broadcast across linear and digital networks to over 300 million people worldwide from March 2021, the new and exclusive two season Show is being produced and distributed by Insight TV, the leading millennial-focused global channel provider alongside factual entertainment and live sports event specialists Spark Content.
Launching next month Season 1 documents the epic ‘blood, sweat and beers’ journey of Nigel McNally, founder and CEO of Brookfield Drinks and his son Joel McNally as they set about transforming the rusted heap they recovered from a barn in Holland into a turbo-charged racer capable of speeds of over 200mph. Alongside an intimate glimpse into the work of acclaimed engineer Jonathan Webster, it is not all plain sailing with some dramatic setbacks along the way. With filming ongoing, Season 2 will tell the final story as the team goes for glory, which is far from guaranteed.
With a new 40 second TV commercial “Brewed for the Bold” set to be released to coincide with the Show’s launch and highlighting the completion of the heritage beer brand’s rejuvenation, Kestrel Beer is targeting a major sales and marketing push in multiple markets including the US, China, India, Australia and South Korea.
The Kestrel brand, hugely popular and successful in the 1980s and 1990s was purchased by McNally in 2012 and now includes 5%, 7% and 9% ABV variants.
“In true Kestrel fighting spirit, we have nurtured and developed The Flying Kestrel project throughout the pandemic, giving the beautiful old car a new lease of life and finally uncovering its true potential. It’s the perfect showcase for our brand and testament to some important traits we have always held dear – unflappable teamwork, the ability to overcome adversity and the power in following your dreams and sticking your foot down on life’s accelerator,“ said McNally.
“The Flying Kestrel’s amazing story is still unfolding and with every episode we reveal the twists and turns both car and crew take in their quest to realise their dreams,” said Arun Maljaars, Insight TV’s Vice President of Content and Channels.
Production for the series started last year with filming at the iconic Santa Pod Raceway where the car was unveiled by TV presenter and star mathematician Rachel Riley who features in Season 1. As Marc Hayward, CEO and Executive Producer of Spark Content explains: “The Flying Kestrel story has been a fantastic production to work on. What started as a bit of an intriguing idea soon turned into a serious passion project and one that has had its fair share of bumps, bruises and serious dramas along the way. We think people will love it and take real inspiration from its abiding spirit of adventure.”
The car with its turbo charged 2.5 litre, 5-cylinder engine capable of 900bhp and speeds of over 200mph is gearing up to become a roving brand ambassador with its own range of clothing and merchandise, dedicated website and social media channels and a busy schedule of guest appearances at live shows and events across the UK and internationally when they restart.
A new TV commercial will be launched later this month and the marketing campaign will span print, social and digital, PR and e-commerce.
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